Slogone?

Its something Richard touched on a while ago, and now Rob Campbell has brought it up again, and I think it is really worth discussing:

What Happened to the Ad Slogan?

You can tell the age of many people by the ad slogans they remember; Beanz Meanz Heinz, Heineken Refreshes the Parts Other Beers ccannot Reach, etc.

But for a while now it has been fashionable not to have a closing slogan in tv ads, and they have been much less obvious in print ads.

I think a lot of this is because they were seen as "hard sell" rather than what they really are, which is just part of the copy.

Good slogans capture the meaning and essence of the brand, as well as tying into the ad execution.

What are your favourite ad slogans, and why? Did they make the ad funny (I think thats what he said, but I need to hear it on a Maxell), or just make you remember?

I am glad though that despite some rubbish examples (Im Loving It, Where in the world? PC World) good slogans are starting to make a comeback. The two big campaigns of recent years had them (The Power of Dreams, Sony Like.No.Other); and others are bringing them back too (McCain - Its All Good).

What do you think is the future for the ad slogan?

Read All About It!

So. Finally I managed to finish Then We Came To The End (by Joshua Ferris), sent to me very kindly by Penguin. Delayed much by engagement, wedding preparation, illness and so forth; it may appear like I struggled to get through it.

However the opposite is true, I kept reading it, and every time I went to bed too tired to read it I kept reminding myself to read it the next day.

Its a great book. It has all of the office conflict and gossip that we see everyday, along with the nice touches of humanity and kindness that we are capable of.

Often funny, and at no point less than believable; even when odd things are happening. Ocassionally sad, but not in a sentimental way. You really get the sense that these are real people living real lives. It's advertising based, but not in a way that makes it less accessible to anyone else.

I love the way it is written, scattered in and out just like the stories and gossip of a real workplace. Sometimes you lose track and then it reminds you where the conversation got diverted.

Not a life changing book, but a very good one nonetheless.
Its out now and well worth reading. Buy at Amazon.

Mr T, I Pity the Fool Who Doesnt Like....He

Snickers has felt for years like a product with no real positioning, kind of wedged in a sub space around Mars. Now finally Snickers is back, with tacky but effective style.

Mr T brings the pain.

Its silly, but it uses him in the best possible way; as an iconic character rather than just a substanceless celebrity picture.

This ad also succeeds in mocking the diving footballer idea far better than the shitty Coke Zero ads. Positioning Snickers as a masculine snack is a sensible idea considering the way Mars has been pushed towards women in recent years (Including the softening of the typography on the wrapper).

I hope this campaign can continue with more original ideas, because in execution it is great.

Hurrah!

Got through interview from last week, in final round now :)
Only issue is im running out of holidays at work what with planning a wedding and all!

Wish me luck!

Brand for Life

After my recent post on ecologically sound bags breaking really easily, I must give huge praise to Sainsburys for the scheme they are running today.

Instead of the usual plastic bags they are giving away free their thicker bags for life, with the promise that when it breaks you can take it in and get a new one free. That is brilliant.

Encouraging people to help make a difference, whilst also giving them something useful. It shows good thinking on the part of the store, and will certainly have a positive effect on their brand image.

Etc. (etc)

1. I think I have Laryngitis... my girlfriend had it and im pretty sure ive caught it off her! Luckily I only felt ill the day after my interview.

2. Had an interview this week in London for an Account management role. Hoping to hear back soon. I also got (sort of) offered a 6 month job doing 'digital' project management at a small (but growing) agency. Lots to think about, especially as I still have people from several agencies (and one brand) to have "chats" with next time im in London.

3. The next My Brain Hurts - Northern Planning Summit is in the process of being organised. I shall keep you all updated. After the appearance of many of Love last time, its going to be a tough one to beat!

Britain. 12 Types of People. Thats it. No More. No Less.

GAH! Its ok to look at customers in different market groups or target areas; but why do companies insist on categorising the entire population of a country into 5 or 6 different profiles?

Faris pointed out a great article on The Register about a leaked Phones4U document which explains to staff the 12 profiles of people that enter their store. See if you can spot the patronising one...

Top Gear Tigers, for example are men between 25 and 44, who "work hard - for the cash", the briefing tell us. The Top Gun Tiger cluster size is 1.16 million.

Flashing Blade is a bloke between 15 and 24 who enjoys "going to the gym" as well as "taking risks, drugs and the odd street fight"

Scariest of all are Soccer Dads (aged 35 to 44), however. Soccer Dad may be getting on a bit, but he'll have Flashing Blade. He "lives and breathes football", likes Question of Sport, Parkinson, and the odd bet, and "like(s) to demonstrate... continuing youth and vigour, hate(s) losing face in front of his mates".

Top brands are Alpen, Crunchy Nut Cornflakes, Tag Heuer and Cobra beer. Soccer Dad is a good candidate for upselling, because his favoured mobile is, "chunky, with lots of gadgets they rarely use".

iPod Babe (cluster size: 1.567 million). Single 18 to 34 iPod Babe puts her career first, keeps in touch with friends, and holidays as much as possible.

iPod Babe watches Hollyoaks, Footballers Wives and Big Brother, shops at Lush and Starbucks, and is into Fuck Buddy Sex.

Yes. It really says that.

Wow, reminds me exactly why I dont buy phones from Phones4U anymore. Just the kind of management thinking that makes consumers hate brands, regardless of how accurate the profiles are to some people.

When is a Phone not a Phone?

When its a Nokia N95.

Their new ads talk about "What computers have become". One net ad calls it a computer, a camera, a GPS, but never a phone, never a mobile phone.

Interesting thinking from Nokia, I am very keen to see how it works.

Do you think avoiding the word 'phone' will help or hinder?

That Peter Kay Thing

Saw the Producers in Manchester last night with Peter Kay as one of the stars... absolutely hysterical.

The Producers is amazingly funny anyway, but Peter Kay added so many improvised looks and pauses and movements that the rest of the cast couldnt hide their laughter at times. Including one scene where they were literally laughing out loud.

If you are going to see it then you made the right choice. Funniest thing ive seen in years.

Little things...

Whilst on the way to see Lost Prophets (again) in Manchester last night, I got a sandwich/drink for myself and Kai Lai.

Whilst waiting on the platform the bags completely ripped open and fell apart, leaving me to pick the stuff up and hold it all in my arms.

Then an old (ish) lady came out and handed me a carrier bag she had to put it in. That really made my day, and reminds me just how nice people can be.

Another thing. I back the efforts of supermarkets and shops to save waste by making thinner bags and using paper ones; but EVERY bag I now get from Sainsburys splits open, so I have to use more bags than before to get my shopping in. (Jaffa cake boxes rip them open in seconds, literally seconds)

The bag that split yesterday was paper, meaning i then needed a plastic one to carry it.

Companies have to be aware that skimping on bag thickness and strength may save waste, but if we need 3 bags instead of 1...then it actually makes things worse.